The Aspermont Star (Aspermont, Tex.), Vol. 20, No. 5, Ed. 1 Thursday, August 23, 1917 Page: 7 of 10
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The Truth *bont
AdrertlainR
£? in
, •■•.•■■■■
Every newspaper man has met
t) e business man who asserts: "I
inever advertise unless I have
some real bargain to offer."
Well, let's see.
t You say you must have some
rare bargain to offer. But, hav-
ing that bargain, why do you ad-
vertise. Is it merely to sell the
special article? And do you, in
your heart, realize that you can't
sell it without advertising? And
again, why do you want to sell
it? Is it because there is profit
for you in the sale? If so, it can't
be such a great bargain.
Now just be frank and admit
that your "great bargain" is it-
self nothing but an advertise-
ment.
Let us look at the matter in
this way; Suppose you are a
clothing merchant. You pick up
a job lot of suits that you get at
a real sacrifice. You find that
iby eliminating most of your le-
gitimate profit you can sell those
suits for about what your com-
petitor can buy them for. This
you do, and the goods are sold
with a rush. But if you knew
Chat none of these customers
would buy any thing but the suit, s
would you offer them in this
way? Not on your life! Tney
would" stay in your store until
you sold them at the regular fig-
ures. The truth is, you have
made of them a leader by which
you hope to benefit in other lines
and in future dealings.
To sum up the matter, you
have carried two ads—one, the
sacrifice of your legitimate profit
on a lucky purchase; the other
the advertising in order to sell
your regular line. And for
what? Frankly, to attract an
indirect custom in all lines, from
which you hope to benefit.
And you were correct in your
judgment, so far as one instance
is concerned. But you are dead
wrong in limiting your advertis-
ing in such instances. You ad-
mit that., after counting the cost
of the ads and the sacrifice of
profits, you have cleaed scarcely
anything on the bargain suits,
and that yonr only hope of profit
$Vres in the advertisement your
'* Easiness has received.
l&mms
rmr-.
H. C. L.
YOU MAY NOT
NEED A NEW
CAR THIS
SEASON
When you think you just must have a
new car, drive that old one around to
our garage and let us look it over. We
can work wonders with old cars. We give
them new life. We have expert work-
men woh are familiar with every piece 0*
of an automobile, no matter what the ^
make. Wliave facilities lor repairing any part. You can knock a big dent in old H. C. L,
if you tet us keep your car in first-class condition. It is less expensive to KEEP RUN- ^
NING than to MAKE IT RUN after it stops. fr
You can put another crimp in H. C. L. by buying your gas and other supplies from us.
We sell the famous Firestone tires, that never know when to wear out—that just keep
right on running until you get tired of seeing them.
We keep a general line of accessories and never charge a cent more than you would have
to pay elsewhere—often not as much.
Others find it very advantageous to keep in touch with us. 7 hen why not you?
both lose when you go elsewhere.
We
| ALLS AND PIERSON f
-
Death ofMrs. V. k.
The plain truth is, no mer-
chant would think of advertis-
ing special or bargain lines if he
knew his customers would con-
fine their purchases to these lines.
It is the indirect advertising
by which he hopes really benefit.
And t his is the secret of ail ad-
vertising that is successful.
The live wire business man is
constantly on the alert to get his
seemingly profitless advertising
has developed results long after
the advertiser had forgotten the
circumstance.
This is a basic truth that is re-
cognised by all of the masters of
advertising. Not one of these
expects any one concrete case to
return a due proportion of prof-
it*. He does, however, expect
the -•"mulative effects to build
Patronize tftar advertisers.
WHAT'S
KJF-i/J "2 ■'
I wares to public notice. A drive up a custom that shall not only
in one line is always utilized to j recompense for all of his outlays,
attract attention to other lines, j >>ut add substantial profits over
and the process forms, as it wer<*; and above all.
an endless chain of interlocking; And not oneof them would ad-
causes and effects. vertise did he not know that
And, just Ms no merchant ex-; such would be the result.—Gust
pect to reap his full profits on ine Gazett
any one line of bargains, just so
no shrewd business man expects
to reap the full returns in a sin-
gle instance from any line of ad-
vertising. It is only through
the culmulativ effects of presis-
tent advertising that he hopes to
—and does—benefit. An ad to-
day may develop results months
hence and in aliogather different
lines. In fact, this frequently
the case.
The business world furnishes
multitudes of instances where
For Sale
A few pieces of furniture for
sale at a bargain if bought right
away. For partieulars phont
105, Aspermont, Texas.
Watch for the date of FIGHT-
ING IN FRANCE which is to be
shown at the Queen Theatre.
«gg—
j AM G-OiNG- TO
NTH6 CLASSIEST
'(^Picture 5how
7~!gi)N TOWN AN"
0!J j FlrND OUT */
- 7.
c&ci
It will take you several hours to read
and enjoy the stories that you can see film-
ed in an hour or so.
BLUE BIRD FEATURE Thursday
PEARL OF ARMY
Friday Nitflit
l'ATHE FEATURE Saturday
QUEEN THEATRE
Denied."
"That Dubwaito baby gets every-
thing he wants."
pertoire. Pupils Recitals Given Fortnightly. Down-townStudio
AVAILABLE FOB RECITALS, OI'ERA, ORATORIO
Address: 3210 Euclid Ave. Kansas City. Mo.
I CfLOSEL Units
When You Travel
SERVICE
IS WHAT YOU SEEK
Texas Special
The M. K. & T. Lines, all-steel, all-quality
gives just the service YOU want to St. Louis.
*
*
*
*
V
ipi
y, and points in the North and East.
In buying your ticket
specify
9.
f:k
- '
fVi gm
l
mmim
AND MAKES YOU SICK
Acts like dynamite on a sluggish
liver and you lose a
day's work.
There's no reason why a person should
take sickening, salivating calomel when
50 cents buys a large bottle of Dodson's
Liver Tone—a perfect substitute for cal-
omel.
It is a pleasant, vegetable liquid which
will start your liver just as surely as
calomel, bpt it doesn't make you sick and
can not salivate.
Children and grown folks can take
Dodson's Liver Tone, because it Is per-
fectly harmless.
Calomel is a dangerous drug. It i
mercury and attacks your bones. Take
a (lose of nasty calomel today and yon
will feel weak, aiek and nauseated to-
morrow. Don't lose a day's work. Take
a spoonful of Dod son's Liver Tone la-
stead and you will wake op feeling gnat.
No more biliousness, constipation, slug-
gishness, headache, coated tongue or sour
stomach. Your druwist says if g
don't find Godson's ttvef Toft# acts WL
ter thaa borrible calomel your money la |
yOtti ' VftkjVV •
Make Sura of Satisfaction
You can do it by having us do your
DKY CLEANING ANI> PRESSING
We make a pecialty of
Alterations
LADIES WORK GIVEN PROMPT AND
CAREFUL ATTENTION
We call for and deliver
PHONE 22.
SILER THE TAILOR #
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In respect of our Dear Mother
and Grandmother on July 27. the
death angle visited the home of
J. P. and M. E. Gaston and took
our mother Mrs. C. A. Utlej age
78 years and 5 months on the 28.
The remains were laid to rest in
the Aspermont Cemetery it was
hard to give up mothed, although
>
God knew best, We^p not, loved
ones for she has gone to rest
and is waiting the coming of all
who are faithful, good and pure.
Trust in Jesus and we will meet
her going where there is no part-
ing, No i'ain, No Sorrow.
The funeral services were held
at the cemetery by Bro. Caldwell.
M. E. Gaston and family.
For Sale
336 acres stock farm, 143 acres
in farm, 3 acre orchard and gar-
den, 40 acres in hog pasture,
three thanks, 5 room house and
cistern good barn. Close to good
school, on rural route and in
Rood community.
J. W. Meador Realty Co.
For Sale.
A good passenger automobile
for sale or will trade, if interest
ed appy at thi* office.
Pay Up Your Subscription
FLEEDA NEWTON ALBERT!, Contralto
(Formerly with Kansas City Conservatory of Music)
"Not quite everything. Yesterday; Teacher of Volce«Speciali/,iiiK In Voice placement. Coaching Ke-
en a trolley car he wanted an old gen-
tleman's whiskers, but the old gentle-
van refused to part with them."
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Dunwody, Will A. The Aspermont Star (Aspermont, Tex.), Vol. 20, No. 5, Ed. 1 Thursday, August 23, 1917, newspaper, August 23, 1917; Aspermont, Texas. (https://texashistory.unt.edu/ark:/67531/metapth126095/m1/7/: accessed July 17, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu; crediting Stonewall County Library.